3.

1 Demographic:
Population:
Understanding deeply about the population can help the company prepare many reliable marketing
strategies. Basing on the information of United Nation (UN), Vietnam currently has approximately 98
million people and there are about 2 million children are born every day (Danso). Moreover, people who
are in 18- 44 years old makes up around 60% and this age range is the main customer. However,
Vietnam is one of the country that have the rate of increasing ageing population high (Lan Anh, 2020).
Therefore, this will be the challenge for making marketing strategies.

Location:
According to World Bank (WB), Vietnam is in the group that has the fast urbanization rate in the world.
The rate of urban residents increase 18% from 1986 to 2013 (Nguyen Viet Dinh, 2020). Every year, city
adds more than 200 million people and 2 over 3 is from suburbs (Nguyen Viet Dinh, 2020). The average
age of migration is 15 to 39 years old and the main purpose of their migration is for working and
studying (Nguyen Viet Dinh, 2020). Therefore, they demand to use transports to move a lot from place
to place.

Income:
Although Covid-19 has been the biggest threat for every country economic since 2 years ago,
Vietnamese has affected slightly and the income of residents still increase 2.91% (Viet Dung, 2021). That
leads to the shopping demand will not decrease gradually in this Covid-19 time.

3.2 Social culture & Economic:

Social culture:
Because the transportation infrastructure in Vietnam like small and strait roads leads to hard traffic jam
in rush hour every single day, residents trend to use the compact transports like motorbike instead of
the big one like car. Also, Honda is famous about the stable engine and Vietnamese has tendency to use
less damage things, so Honda has more opportunities in this country.
Economic:
Due to the 5.9% increasing of GDP per year, Vietnam is in the high growth country group. GDP in 2020
scale growths 2.4 times compared to 2010. In addition, GDP Per Capita in 2010 is 1,331 USD up to 2,750
USD in 2020. Therefore, Vietnam’s GDP Per Capita takes the 6 th place of ASEAN (Nguyen Minh Phong-
Nguyen Tran Minh Tri, 2021).

3.3 Technology:
Honda Air Blade 125cc constantly upgrades every year that we can see throughout many versions of its.
The producer pay attention to the society and customer problems to improve it step by step.

PGM-FI
From the Honda Air Blade 125cc 2009 version, it uses PGM-FI stands for Programmed Fuel Injection that
can save fuel from 15% to 20% compared to the older version (Darwinmotors). Also, because it reduce
the consumption of energy, the emission decreases rapidly.
Idling Stop System:
It is the system that help users switch off the engine when waiting for red light or brief stop the
motorbike without any actions. According to the Honda testing using ECE R40 mode, this system can cut
off 7% of wasting fuel (global.honda).

Smart Key:
Smart key doesn’t need to be pull out of vehicle when getting out, so this is the best solution for who
usually forget to withdraw the key. In addition, it can help users locate their motorbikes in crowded
parking area (Le Nga, 2018). Therefore, smart key is a breakthrough innovation that leads to increase
the customer’s safe and secure feeling.
Light emitting diode (LED):
To compare with the older light like halogen light, LEDs improve and abolish most of negatives of
halogen light. Their illuminate ability is hard that brings more safety for drivers especially at night
(xemayhaibanh). Also, LEDs is eco-friendly equipment due to the less heat emitting (xemayhaibanh).
Therefore, LEDs is the best choice for who pay attention to environment.

Danso, 2021, Dan so Viet Nam, Danso, 13 Apr 2021.

https://danso.org/viet-nam/

Lan Anh, 2020, Viet Nam doi mat voi dan so gia, tuoitre, 25 Dec 2020.
https://tuoitre.vn/viet-nam-doi-mat-voi-dan-so-gia-20201225081841061.htm

Nguyen Viet Dinh, 2020, Di dan tu nong thon den thanh thi – Mot so khuyen nghi chinh sach,
quanlynhanuoc, 22 Dec 2020.
https://www.quanlynhanuoc.vn/2020/12/22/di-dan-tu-nong-thon-den-thanh-thi-mot-so-khuyen-nghi-
chinh-sach/

Viet Dung, 2021, IMF: Nam 2020, GDP binh quan dau nguoi cua Viet Nam dat tren 10.000 USD,
tapchitaichinh, 4 Jan, 2021.
https://tapchitaichinh.vn/su-kien-noi-bat/imf-nam-2020-gdp-binh-quan-dau-nguoi-cua-viet-nam-dat-
tren-10000-usd-331067.html

Nguyen Minh Phong – Nguyen Tran Minh Tri, 2021, Vi the va co do kinh te Viet Nam, nhandan, 10 Jan
2021.
https://nhandan.com.vn/nhan-dinh/vi-the-va-co-do-kinh-te-viet-nam-631311/

Darwinmotors, PGM-FI – Cong nghe bao ve moi truong cua Honda, Darwinmotors.
https://darwinmotors.com/pgm-fi/#Uu_diem_va_han_che_cua_PGM-FI

Global Honda, Save Fuel just by driving normally, with Honda’s Idling Stop System, global.honda.
https://global.honda/innovation/technology/motorcycle/idling-stop-picturebook.html

Le Nga, 2018, Khoa thong minh Smartkey cua Honda Viet Nam co uu, nhuoc diem gi?, vietnamfinance, 6
Dec 2018.
https://vietnamfinance.vn/khoa-thong-minh-smartkey-cua-honda-viet-nam-co-uu-nhuoc-diem-gi-
20180504224216811.htm#:~:text=%C6%AFu%20%C4%91i%E1%BB%83m%20c%E1%BB%A7a%20kho
%C3%A1%20th%C3%B4ng%20minh%20Smartkey%20c%E1%BB%A7a%20Honda%20Vi%E1%BB%87t
%20Nam&text=Khi%20m%E1%BB%99t%20ng%C6%B0%E1%BB%9Di%20n%C3%A0o
%20%C4%91%C3%B3,kh%C3%B4ng%20c%C3%B3%20t%C3%A1c%20d%E1%BB%A5ng%20g
%C3%AC.&text=Ngo%C3%A0i%20ra%2C%20h%E1%BB%87%20th%E1%BB%91ng%20c%C5%A9ng,c
%C3%A1c%20b%C3%A3i%20%C4%91%C3%B4ng%20v%C3%A0%20r%E1%BB%99ng.

xemay2banh, 2020, So sanh den led va den halogen, xemay2banh, 30 Sep 2020.
https://xemay2banh.com/so-sanh-den-led-va-den-halogen/